Building a Personal Brand in Tech

This isn’t a post about whether dopamine culture is good or bad. (I have plenty to say on that…) However, it is about marketing because, fundamentally, marketing is about meeting your audience where they are. And, today's audience is in their dopamine-culture era. For too long, B2B companies have relied on the same old content marketing playbook: churn out whitepapers (often gated behind forms!) and blog posts, rinse and repeat. But in the world of dopamine culture, plus the rise of AI, that alone is not enough. To win at content marketing today, B2B brands need to step up their game in several key ways: ↳ Develop a Strong, Authentic POV. In a sea of generic content, having a unique, authentic perspective is more critical than ever. What does your brand stand for? What insights and opinions can you bring that no one else is? Your POV is your secret weapon. ↳ Cultivate a Consistent Brand Voice. Is your content instantly recognizable as coming from your brand? Do you have a cohesive voice, personality, and style that shines in everything you publish? If not, it's time for a refresh. A distinct brand identity fosters trust and memorability. ↳ Get Creative With Formats. Blogs and whitepapers are great, but don't stop there. Diversify with engaging formats like video, interactive tools, data visualizations, podcasts, and more. Give your audience exciting ways to learn. ↳ Optimize for Recommendation Engines. It's no longer just about ranking in search (though that's still important). You must also optimize for recommendation engines on social media, audio/video platforms, and more. How "shareable" and algorithms-friendly is your content? ↳ Leverage AI-Powered Tools. Use AI strategically to streamline your content operations, personalize content experiences, extract deeper audience insights, and experiment with new AI-generated formats. Be proactive. When I started Zen Media almost 16 years ago, content marketing was 90% content and 10% marketing. Today, it's the reverse. Before we create an article for a client, we develop their POV, have a brand voice document at the ready, and have a distribution plan in place because we know the truth: for every one person who reads the article, ten other people will read the summary on social platforms. Image Credit: Ted Gioia, The Honest Broker,

🤦🏼♀️You don’t know what networking is. Sending a cold dm to a stranger on LinkedIn isn’t networking, it’s asking a stranger for help. It’s telling someone you need a job. And that’s fine and you need to do that but don’t get it twisted that is NOT networking. 🟢Networking is building relationships. 🟢Networking is getting to know other people. 🟢Networking is not about YOU. Here are some tips on how to network 1. Shift Your Mindset 🧠 Give first: Don’t just ask for favors; ask, "How can I support you?" or share helpful resources.   2. Be Selective 📈 Quality over quantity: One meaningful conversation is better than cold emailing 50 cards strangers. Personalized outreach: Never send a generic connection request. Add a note mentioning a shared interest, a recent article they wrote, or a mutual connection.   3.Long-term focus 📆 Networking is a marathon. Cultivate relationships before you actually need a job or a favor.     4. Be Ready 💃 Have your pitch down. Know your unique value proposition. Be memorable. 5. Leave the house 🚗💨 Go to in person industry events, conferences and happy hours. Play pickle ball. Go with your friend to their work event. Join a chamber of commerce. Make friends at a café. 6. Don’t be shy 🤝 How to break the ice: Approach people standing alone or in groups of three (they are easier to enter than pairs). Introduce yourself simply and ask open-ended questions like, "What brought you out here tonight?" or "What exciting projects are you working on?" 7 Follow Up 📱 The 48-hour rule: Always follow up within 48 hours of meeting, send a thank you note or a thank you. Better yet send an article or resource that connects back to the conversation you had. (Go back to step 1 be a resource) Mention something specific you discussed (e.g., "I loved hearing about your experience transitioning into tech") to jog their memory   8. Be active on social 👩🏼💻media: Share industry insights, comment on others' posts, and reach out to professionals for 15-minute informational interviews.   9- Nurture consistently 🎯 Check in occasionally with a quick text or email just to share a relevant article, say congratulations on a milestone, or see how they are doing   10- It’s not about YOU🤗Networking is about building a relationship that is mutually beneficial. GIVE VALUE. #howtonetwork #careeradvice #jobsearchtips #linkedin

Over the last 6 months at Triangle, we’ve reviewed the performance of dozens of our Executive and Founder LinkedIn posts across all sectors. We pulled together reach, engagement, and story-type metrics, and three consistent patterns emerged. (1) Cultural hooks drive visibility. Posts that lead with a recognisable figure or big event attract high impressions. By tying in to these topics, you get broad distribution and big numbers. Then insert your idea, offer, company within this. Example: A tech leader building in the AI space opened with “Mark Zuckerberg wanted to buy Google.” The post reached 3.2M impressions. (2) Use proof points to build credibility. Executive posts that point to a real outcome (a campaign delivered, a deal closed, a client story) bump engagement rates significantly. Fewer eyeballs, but more meaningful interaction. That’s the kind of peer-recognition that moves you from “someone who talks” to “someone you want to buy from.” Example: A founder of a UK-based speaker bureau shared that they booked an Olympic gold medalist for a client. The post generated 26k impressions with 15 qualified MQLs. (3) Personal narrative and spotlighting others deepen the connection to your readers. When executives share a lived experience, like hardship, change, lessons learnt or they deliberately make someone else the hero, engagement spikes. You build trust at scale and deepen the connection with your audience. Example: A founder reflecting on 8 years of building their company reached 3.7k impressions with 1.57% engagement. Another spotlighting a client’s book launch hit 2.5k impressions and achieved 5.86% engagement. Actions you can take • Use a mix of formats rather than a single style. • Use a cultural hook when you need to amplify reach. • Use proof posts when you want to underpin your capability. • Use personal stories when you want to humanise your brand and deepen trust. • Track not just impressions but meaningful engagement: comments from peers, ICP engagement, follow-ups, profile views, DMs initiated. The difference between executives who get seen or not – is down to having a system in place. At Triangle, we build that system. Turning your ideas, proof points, and stories into a consistent flow of credibility, reach, and opportunity.

A few years ago, I cold DM'd the CTO of Meta. He replied. I had 15 minutes. I blew it. I asked three unimaginative questions. He answered in an equally unimaginative way. I never heard from him again. I think about that conversation every time I hear someone ask about "networking." There are unspoken rules of business no one teaches you. Once I learned them, they changed everything. The rules I wish I'd known at 22: (PART 1) 1. Build the well before you're thirsty: Help people and provide value long before you ask for anything. Asking before you've given is the fastest way to deplete social capital and burn a bridge before you've built it. 2. There are only three ways to network: Create something that gets people interested in you. Be great at working the room. Or give first, generously. Better yet, do all three. 3. Surround yourself with energy, not drain: Negative people are contagious. The chronically unhappy are unlucky. Choose your inner circle deliberately. 4. Identify relationships where lifetime value beats short-term gain: Sometimes this means taking a lower salary to work for someone exceptional. Or doing pro-bono work. Many such examples in tech. 5. Create the room yourself instead of trying to get through the door: Host the dinner. Throw the event. It's easier than begging for an invite. 6. Master the art of the ask: Be specific. Be brief. Make it easy. "Can I pick your brain?" gets ignored. "Can I ask three questions about pricing strategy for my B2B app?" gets answered. 7. Give more physical gifts: Gift someone when they refer you business, intro you to a decision-maker, or do you a favor. Make it memorable enough that they never forget it. 8. Treat junior people like senior people: The intern today is the founder in five years. How you treat people who can't do anything for you is the truest indicator of your character. 9. Play long-term, positive-sum games: The best way to build social capital is to play long games with people who play them too. Short-term extraction will always lose. --- If you are reading this in your twenties, save these nine rules. Run them for the next decade and the people you can call when you need something will look nothing like the people you can call today. Part 2 next week. The rules nobody wants to hear, including a few that took me five years to admit out loud.

You’ve spent hours crafting the perfect campaign. The design is flawless, the message is clear, and everything feels on point. But the results? Meh. The numbers barely budge. Every marketer’s fear is creating something that gets noticed but doesn’t connect. Because attention alone isn’t enough—it’s emotional resonance that drives action and builds loyalty. 🌱 Here’s how to create content that resonates: → Understand your audience’s why Go beyond demographics—tap into psychographics by learning what drives your customers. What problems keep them awake at night? What aspirations push them forward? → Focus on stories, not facts People are wired to connect with stories. Stories humanize your brand and turn abstract concepts into relatable experiences. Rather than listing product features, share a story of how your product solved a customer’s real problem or made a difference in their life. → Speak their language Choose language that aligns with your audience’s emotions and experiences. Whether it’s light-hearted humor or a sense of hope, using intentional language helps your content resonate with readers on a deeper level. → Be authentic in sharing your journey, objections, and goals Your audience can sense what’s real. Share your challenges, goals, and even vulnerabilities to build trust and reliability. → Invite meaningful dialogue and understand what defines their ideas Encourage your audience to interact with your content—ask questions, invite opinions, or run interactive campaigns. When people feel involved, they develop a sense of connection with your brand, making your message more impactful. It’s not about grabbing attention—it’s about making it matter.

How senior engineering roles are actually filled (what no one tells you) After helping dozens of engineers land leadership positions, I've learned that the traditional approach to networking fails at senior levels. Here's what really works: 1. Stop collecting random connections. Start building a "brain trust" of 5-7 deep relationships with peers at your target level. These become your sounding board, insider guides, and eventually, your advocates. 2. Contribute meaningfully to technical communities before you need anything. Senior engineers who regularly share learnings in Slack groups, contribute to open source, or solve problems on GitHub build credibility that recruitment posts never can. 3. Document your engineering approach publicly. Writing thoughtful posts about technical decisions, architecture patterns, or leadership philosophies gives hiring managers insight into how you think—which matters more than your resume. 4. Master the "problem-focused" conversation. When meeting engineering leaders, avoid asking about job openings. Instead, ask about their current technical challenges and offer perspectives. These exchanges demonstrate your value naturally. 5. Find the "kingmakers" in your desired organization. These aren't recruiters or hiring managers—they're respected senior engineers whose technical opinion carries weight. One referral from them outweighs 50 applications. 6. Develop specialized knowledge in emerging areas where talent is scarce. Becoming the go-to person for a specific technical domain creates inbound opportunities when companies need that expertise. 7. Join technical decision-making forums. Participating in architecture reviews, RFC discussions, or technical design panels positions you alongside senior engineers and makes your transition to their level feel natural. 8. Create leverage through comparative knowledge. Engineers who can speak intelligently about how different companies solve similar technical problems bring unique value to senior discussions. 9. Understand the "hidden org chart" Who actually influences decisions versus who has the formal authority. This insight comes only through relationship building. 10. Be deliberately visible during company inflection points. Major product launches, technical migrations, or strategic pivots create opportunities for external experts to engage meaningfully. The traditional networking advice—attend events, send cold messages, ask for referrals—works for entry and mid-level roles but falls flat for senior positions. At senior levels, you don't get hired through applications. You get hired because the right people already know your value.

Over the next 3 months, I’m hosting 4 major events in France, UK, USA and KSA. Beforehand, I want to share my top tips on how to get the best out of networking. 1. Set Clear Targets Action: Make a hit list of the top 10 companies or people you need to meet. Research what they care about—know their wins, pain points, & what they’re hunting for before you walk through the door. Outcome: These conversations won’t just happen by chance. By doing your homework, you’ll turn a five-minute chat into a deal-building moment. Schedule meetings in advance, & after the event, send a tailored follow-up email that shows you were listening. 2. Take the Stage (Literally) Action: Get on the agenda. Whether it’s a keynote, panel, or fireside chat, nothing says “I’m the one to watch” like holding the mic. Use this time to address the industry’s biggest challenges & position yourself—& your company—as the answer. Outcome: Speaking builds instant credibility. It’s not just exposure; it’s authority. Post-event, share the highlights on LinkedIn & invite attendees to continue the conversation, turning an audience into a lead pipeline. 3. Own the Floor Action: Don’t just lurk—work the room. Engage with key exhibitors, ask questions, & position yourself as a resource, not just another pitch. Be direct but curious: “What’s your biggest challenge this year?” and “How can I help?” are powerful openers. Outcome: You’ll stand out as someone who listens. Take notes during conversations, & follow up within 48 hours with a personalised message. Not a generic “great meeting you”—send actionable insights or specific ideas that move the ball forward. 4. Host the Inner Circle Action: People bond better in a more relaxed setting than over Wi-Fi. Organise an exclusive dinner, roundtable, or cocktail event for a curated group of heavy hitters. Keep it intimate—this is about building relationships, not just showing off. Go easy on the heavy sell. Outcome: People remember who brought them value & connections, not who handed out free pens. Post-event, share any key takeaways & book one-on-one follow-ups to solidify what you started over drinks. 5. Hack the Tech Action: Use every tool at your disposal—event apps, LinkedIn, QR codes. Pre-event, reach out to attendees & book meetings. At the event, swap contacts digitally to keep things seamless, & use a CRM to track every interaction. Outcome: You’ll leave the event with an organised roadmap of leads, not just a stack of business cards destined for a desk drawer. Follow up strategically with segmented, value-driven emails & keep the momentum alive. The Bottom Line: Trade fairs & exhibitions aren’t just networking. Preparation, presence, & follow-up separate those who close deals from those who just collect swag bags. Be human. Don’t think of this as just a branding exercise but an opportunity for long term partnerships. Be genuine - your new contacts will become close contacts, if not friends. Make it count! #revenuegrowth

I've been thinking a lot about the kind of content brands put into the world. Some of it sparks conversation and strengthens brand connection. Some of it...just fills the feed. Most B2C brands are great at chasing engagement, but not always at building brand meaning. When I mapped it out, the content that matters most always ends up in the upper-right quadrant: High Engagement + High Cultural Relevance / Emotional Impact. 🟩 The Sweet Spot This is content people actually interact with and that strengthens brand connection: • User-Generated Storytelling (not just reviews, but authentic, emotional UGC) • Lifestyle & Aspirational Content (travel inspo, fashion, wellness — fits seamlessly into how people see themselves) • Viral TikTok/Reels Trends (when done authentically and in sync with culture) • Influencer Collaborations (especially when creators embody your brand values) • Community Challenges / Hashtag Activations (identity-driven and participatory) This is where loyalty gets built. Where campaigns outlive algorithms. Where engagement means something. ⸻ 🟧 What to Watch Out For (Low/Low) • Generic Product Ads (feature dumps without story) • Random Sales Promotions (uninspired discount graphics) • Forced Trend-Jacking (when brands hop on memes without fit) 👉 These pieces don’t move the needle on culture or engagement. ⸻ 🟪 The Trap (High Engagement / Low Relevance) • Giveaways / Sweepstakes (quick hits, low equity) • Funny Memes / Low-lift Humor (attention-grabbing but not tied to your brand) • Clickbait-y Hacks (drive views without deepening connection) • Flash Discounts (transactional, not relational) 👉 Yes, these light up the metrics — but they don’t build lasting brand affinity. ⸻ The takeaway? Don’t just chase clicks. Make more content for the upper right: where engagement fuels cultural relevance, and cultural relevance and emotional impact fuels long-term brand love. 𝙄𝙛 𝙮𝙤𝙪 𝙝𝙖𝙫𝙚𝙣’𝙩 𝙨𝙚𝙚𝙣 𝙢𝙮 𝘽2𝘽 𝙢𝙖𝙩𝙧𝙞𝙭, 𝙘𝙝𝙚𝙘𝙠 𝙞𝙩 𝙤𝙪𝙩 𝙝𝙚𝙧𝙚: https://lnkd.in/d7DXQDMB 𝙄’𝙡𝙡 𝙙𝙞𝙫𝙚 𝙙𝙚𝙚𝙥𝙚𝙧 𝙞𝙣𝙩𝙤 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙞𝙣 𝙪𝙥𝙘𝙤𝙢𝙞𝙣𝙜 𝙄𝙣𝙨𝙞𝙙𝙚 𝙎𝙤𝙘𝙞𝙖𝙡 𝙈𝙚𝙙𝙞𝙖 𝙇𝙚𝙖𝙙𝙚𝙧𝙨𝙝𝙞𝙥 𝙣𝙚𝙬𝙨𝙡𝙚𝙩𝙩𝙚𝙧𝙨. 𝙎𝙪𝙗𝙨𝙘𝙧𝙞𝙗𝙚 𝙝𝙚𝙧𝙚: https://lnkd.in/d28dna4K

𝗬𝗼𝘂𝗿 𝗡𝗲𝘅𝘁 𝗝𝗼𝗯 𝗜𝘀 𝗣𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝗡𝗼𝘁 𝗼𝗻 𝗮 𝗝𝗼𝗯 𝗕𝗼𝗮𝗿𝗱 An often quoted stat is that up to 70% of jobs are never publicly advertised. They're filled through the "hidden job market", a world of referrals and relationships. If you're thinking, "𝘵𝘩𝘢𝘵 𝘴𝘰𝘶𝘯𝘥𝘴 𝘨𝘳𝘦𝘢𝘵, 𝘣𝘶𝘵 𝘩𝘰𝘸 𝘥𝘰 𝘐 𝘢𝘤𝘤𝘦𝘴𝘴 𝘵𝘩𝘢𝘵?" you're not alone. The answer is networking. But if the idea of reaching out to strangers online fills you with dread, it can help to reframe your approach. This isn't about transactions; it's about 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁 𝗼𝘃𝗲𝗿 𝘁𝗶𝗺𝗲. The secret is simple: Be curious. Be generous. Make it easy for people to help you. Here’s a simple framework to get you started: 𝟭. 𝗕𝘂𝗶𝗹𝗱 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀. Start conversations before you need help. A low-pressure opener like, “I’ve been following your work and would love your take on [topic],” can spark a great discussion. 𝟮. 𝗢𝗳𝗳𝗲𝗿 𝘃𝗮𝗹𝘂𝗲 𝗳𝗶𝗿𝘀𝘁. Comment thoughtfully, share an article, or introduce two people. Acts of generosity build trust long before you need it. 𝟯. 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗲𝗮𝘀𝘆 𝗳𝗼𝗿 𝗼𝘁𝗵𝗲𝗿𝘀 𝘁𝗼 𝗵𝗲𝗹𝗽. When you do ask for help, be specific. Instead of a vague ask, try something like, “I’m exploring mid-level marketing roles with Sydney-based tech companies. If you know of anyone hiring, would you be open to a quick intro?” 𝟰. 𝗥𝗲-𝗲𝗻𝗴𝗮𝗴𝗲 𝘆𝗼𝘂𝗿 “𝘄𝗲𝗮𝗸 𝘁𝗶𝗲𝘀.” Opportunities often come from past colleagues or acquaintances you haven’t spoken to in years. These dormant connections can open unexpected doors. 𝟱. 𝗦𝘁𝗮𝘆 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁. One genuine check-in a day compounds over time. That's how strong networks are truly built. You'll never know which conversation leads to your next role. Often, it's a mix of timing, relationships, and persistence. So start small, and keep going. Remember: you’re not just looking for a job - you’re building a network that will support your career for years to come. #Networking #HiddenJobMarket #LinkedInNewsAustralia #CoachRecruitment  

Here's a reality check if you believe "engaging with your ICP's content" will help you generate business. Only 1% of LinkedIn users post regularly. For technical audiences like engineering leaders? That number is even lower (probably closer to 0,05%). This creates a fundamental problem with most B2B content strategies targeting technical buyers: You're building an engagement engine for an audience that doesn't engage. I see this constantly in GTM plans: • "We'll monitor their activity and engage with their posts!" • "Our CEO will comment on their content!" • "We'll build relationships through social engagement!" But when your ICP is a VP of Engineering or CTO or Chief Scientist, there's often nothing to engage with. This doesn't mean content is worthless for technical audiences. It means we need to be realistic about how it works: Content for technical buyers is primarily consumption-based, not engagement-based. They read. They evaluate. They rarely comment. So what actually works? Instead of spreading yourself thin across dozens of lightweight content pieces hoping for engagement, here's what I'd do instead: 1) Spend time on creating one or few research-heavy content pieces that demonstrates deep technical understanding, but also communicates a clear POV. You'll want them to take you seriously, but it needs to be interesting first. »This might take weeks/months and you actually need to put in the work«. E.g. assemble data across your target industry that will actually be useful to your target buyer. 2) Highly personal outreach that shows you have done your research, understand their tech stack. That's almost impossible without involving a subject-matter expert btw. 3) Focus on building a trusted relationship first via communities and events, rather than pitch-slapping. Tech-first buyers are often tinkerers and like to give new tech a shot, but they are also put off by commercial fluff. The best technical content isn't designed to generate likes and comments. It's designed to make someone think: "These people actually understand our problems." And then used in sync with your outreach. That won't show up in your engagement metrics. But it will show up in your pipeline.